MxMIndia

Category: Digital

  • HT has integrated Shine.com, the job portal, to Facebook as the first step. The TVC conceived by Dentsu India will go live today.

    HT to focus on digital business

    By A Correspondent

     

    After announcing the partnership with Apollo Gobla, Inc (USA) to launch Bridge School of Management this year, HT has revamped its job portal Shine.com and has integrated recruitment services through Facebook. HT has integrated Shine.com, the job portal, to Facebook as the first step. The TVC conceived by Dentsu India will go live from June 5.

     

    Earlier this year, Shine.com announced a strategic partnership with social recruitment platform MyParichay. But this is only the first step, Rajan Bhalla, Group Marketing Head, HT Media Ltd told MxM India.

     

    In an exclusive interaction, Mr Bhalla said, “Our news portals are set to take the next digital leap. Our journalists are being trained currently since video will be the next big thing on digital media. We are also building a strong mobile marketing capability for our clients. Even our Desimartini.com will be scaled up and prepared for the next leap.” HT has already geared up to take Times of India head-on in various markets: tie-ups with The Hindu in the South and The Telegraph in the East markets have resulted in “creating stronger ad packages to break the monopolistic hold of TOI,” asserted Mr Bhalla.

     

    HT is also “looking strongly at social networking and leverage that platform for our clients,” said Mr Bhalla. With an aim to create disruption and a first step in this direction, Shine.com has integrated Facebook. Hiring through social media, whilst once seen as nascent, has now reached mainstream recruitment as a credible tool in a savvy recruiter’s toolbox. 85% of Indian jobseekers use some or the other online social networking platforms for finding a job, and find both Facebook friends and LinkedIn connections useful in finding jobs.

     

    Amit Garg, Business Head, Internet Business, HT Media, said, “With Shine.com, HT Media has focused on recruiter needs and strive for innovative solution which provides tremendous value in the recruitment industry. After our candidate database crossing the 1 crore mark and with 2 Lac Job Openings on site, we are now the world’s first job portal to integrate Facebook hiring solutions with our mainstream offering. Our latest survey with candidates suggests that 65% of respondents are more likely to use Facebook over LinkedIn for job search – we now have a product that bridges this opportunity between recruiters and candidates. Our strong technological capabilities and a focused team working on integrating social media for recruitment have been instrumental in creating this unique product for this space. ”

     

    While talking about the idea behind the new campaign for this product, Mr Bhalla said, “The communication challenge was to showcase, how the power of personal network can help you with your next job search and the campaign is crafted around this thought. The core proposition of ‘a friend can now help you get your next job’ is very simply articulated with the campaign idea of ‘Yaar Tu God Hai’. It’s a story of two friends and the way one helps the other in getting his dream job through the face book network represented through a human pyramid and a high-energy hummable song – Govinda Ala Re. This is a very different and refreshing new take on the category normally associated with boss bashing and quitting because of not being paid well enough. We are positive that this campaign will strike an emotional chord with both the candidates as well as the recruiter fraternity. This will be a multimedia campaign comprising TV, Print, Digital and unconventional media. So catch it and discover a whole new world of job search.”

     

    The campaign, conceived by Dentsu India, will be seen on television (on general entertainment channel Sony with its flagship programmes like Crime Patrol), movie premieres such as Kai Po Che on Zee Cinema, English Entertainment channels, news channels such as Times Now, Headlines Today, CNN-IBN and NDTV, Regional channels across Marathi/Tamil/Telugu markets. The campaign will also be launched across movie screens Рchasing big properties in the next 6-8 weeks. Apart from radio spots, the print campaign will be heavily supported by Hindustan Times, Mint and Hindustan. Ambient media in Delhi/NCR, Mumbai and Bangalore would include campaigns across office areas, Mumbai locals, Delhi Metro, over 50 pubs and Caf̩ Coffee Day outlets.

     

    Soumitra Karnik

    Soumitra Karnik, National Creative Director, Dentsu India Group said, “The campaing brings alive the unique proposition of the brand through a very distinctive and memorable metaphor – that of a human pyramid of friends that helps one rise to the top, literally, and plays on the ‘backdoor entry’. In today’s connected world, social networking that helps one land one’s dream job is a powerful proposition.”

     

    Mr Garg told MxM India, “This the first phase of the campaign. With such a strong proposition in the market, we think it is important to invest continuously in marketing the product.”

     

  • Are we delighted about Amazon’s launch? Yes, we are. It sure will set new standards in the e-commerce space. Are we excited about the launch? No, we aren’t. For one, Amazon.in is not like the full-blown Amazon.com site.

    1 Minute View: Welcome aboard, Amazon.in

    So one of the world’s most popular e-commerce players is here in India. Yes, Amazon is here. It’s starting out small – with just books, movies and television shows, the website promises to add categories like mobile phones and cameras in the coming weeks.

     

    It’s a marketplace model, where sellers can sell through Amazon as also make use of the websites delivery mechanism.

     

    Are we delighted about Amazon’s launch? Yes, we are. It sure will set new standards in the e-commerce space.

     

    Are we excited about the launch? No, we aren’t. For one, Amazon.in is not like the full-blown Amazon.com site. One would’ve expected Amazon to come up with something bigger.

     

    Perhaps the folks are still studying the Indian space and prefer to not jump on to the bandwagon.

     

    We can be sure there will be more coming up in the coming weeks and months.

     

    Until then, let’s be happy one more phoren power brand is here.

     

     

     

  • Handset manufacturer Micromax has undertaken a unique online engagement activation for the launch of Canvas 3D, the latest smartphone in the Canvas series.

    Micromax launches 3D campaign for Canvas smartphone series

    By A Correspondent

     

    Handset manufacturer Micromax has undertaken a unique online engagement activation for the launch of Canvas 3D, the latest smartphone in the Canvas series.

     

    The phone gives users 3D content without the need for 3D glasses. The brand activated a unique 3D campaign in the online space which is Interactive and engaging in nature.

     

    Micromax’s online partner, Interactive Avenues came up with the idea of building a compelling launch activity across MSN and Yahoo homepages. All visitors to the pages were urged to click on the Micromax Canvas 3D banner ad placed on the homepage, transforming the entire website into a 3D webpage. The campaign saw the brand engage with top portals for building engagement and excitement among the consumers in online space. The banner, with the help of Mediamind, was served on various websites using the browser’s 3D rendering engine for the first time ever.

     

    The takeover on Yahoo innovation generated a whopping 15 percent engagement rate against global benchmarks of close to 1 percent, resulting in over 894,000 impressions that generated more than 900 tweets and 8719 Facebook link visits. The campaign witnessed over 1.3 minutes as the average time spent on MSN, resulting in a 2.83% interactivity rate.

     

    “The online medium has become a platform that connects youth with their favorite brands beyond boundaries. The online campaign has helped Micromax reach out effectively to both new and existing customers and the exemplary response is a proof to the same. The latest campaign offered a spectacular 3D moment and brought alive our commitment of providing unique experiences to the users,” said Shubhodip Pal, CMO, Micromax.

     

  • The recently released film 'Bombay Talkies' is now available to rent and purchase on iTunes store in India

    IndiaCast to test iTunes market with Bombay Talkies

    By A Correspondent

     

    In what could be an all-new legitimate consumption source for movie-lovers and a revenue source for movie-makers, the recently released film Bombay Talkies is now available to rent and purchase on the iTunes store in India. This digital film release marks the first time IndiaCast Media Distribution Pvt Ltd, a joint venture between TV18 and Viacom18, has offered movie fans the option to download and watch Bombay Talkies (a film co-produced by Viacom18 Motion Pictures) weeks after its theatrical release on the lines of the best practices of Hollywood, of choosing an early window on digital as a concurrent strategy to theatrical. The film was released in theatres on May 3.

     

    Rudrarup Datta, Head of Marketing and Operations, Viacom18 Motion Pictures said, “Bombay Talkies has been the toast of audiences and critics alike. Along with an official selection in the gala screening at the Cannes film festival this year, which stamped its mark on the success of the film, we’re delighted to offer the film on iTunes so soon after its theatrical release.’

     

    Commenting on the first of its kind model, Saurabh Doshi, Head – New Media, IndiaCast said, “With the premiere of Bombay Talkies on the iTunes store in India, we have set a new precedent for the digital distribution industry. To ensure a robust and working revenue model, the shift was essential as consumers are now moving to their digital screens for entertainment that provides them easy access to entertainment at their convenience.”

     

    When asked whether IndiaCast has any specific targets for movie downloads, Mr Doshi told MxMIndia: “Very difficult to comment as this is the first time something like this is being done. Since there is no precedence, we are also eagerly waiting to test waters.”

     

    And will see special a promotional drive for this “Alot of digital promotion has been done by both IndiaCast and Viacom18 Motion Pictures in terms of sending out mailers, posting on social network sites, consumer press release, stories and links on group company entertainment portals like In.com etc to promote the film,” Mr Doshi informed. “iTunes have also sent out emailer to all their subscribers, kept the film as first placement on top of the storefront and projected Bombay Talkies as a featured film for the fortnight.”

     

    Explaining the licensing arrangement for iTunes and the like, Mr Doshi said: “Platforms like iTunes etc come under digital platforms category which are enabled through internet. Thus the rights are very different from other rights like DVD, Home Video / DTH etc. Any internet enabled platform will have to license the rights separately & the movie will be delivered to end consumers through an internet enabled device only.”

     

    Bombay Talkies movie is available for download at the price of Rs. 490 for HD Buy, Rs. 290 for SD Buy, Rs. 150 for HD Rent and Rs. 120 for SD Rent at https://itunes.apple.com/in/movie/bombay-talkies/id651557983

     

     

  • Mumbai shopping mall High Street Phoenix has appointed Gozoop to enhance their digital presence.

    Gozoop wins digital media mandate for High Street Phoenix

    By A Correspondent

     

    Mumbai shopping mall High Street Phoenix has appointed Gozoop to enhance their digital presence.

     

    Ahmed Naqvi, Managing Director of Gozoop, said, “High Street Phoenix is a brand we love and we are excited to work with such an iconic brand. Our core strength is to run awesome campaigns that deliver value for our clients. With our digital marketing experience & expertise in the retail industry, we aim to sync High Street Phoenix offline and online activities through strategic inputs leading to effective digital communication. This will play a significant role in building happy & lasting relationships between High Street Phoenix and its customers.”

     

  • Web18, the digital content arm of Network18, has elevated Durga Raghunath to CEO of Firstpost.com. She was earlier VP, Product & Executive News Producer for Firstpost.

    Durga Raghunath elevated to CEO, Firstpost

    By A Correspondent

     

    Web18, the digital content arm of Network18, has strengthened its leadership structure by elevating Durga Raghunath to CEO of Firstpost.com. She was earlier VP, Product & Executive News Producer for Firstpost. This move is part of Web18’s progression towards a decentralized operating structure built around key strategic business units.

     

    Commenting on this development, Lakshmi Narasimhan, CEO, Web18 said, “Durga has been the force behind Firstpost.com that has made it one of the most influential news products in the country in a short span of two years. As the product enters its next phase of growth and monetization, it needs somebody with a deep understanding of digital news products and their business models to lead it. Durga fits the bill perfectly.”

     

    Speaking on her elevation, Durga Raghunath said, “I’ve sat in front of a computer in a newsroom for two years, building an evolving brand. To be given the opportunity to step back and look at it, in its entirety, is indeed very exciting.”

     

    Ms Raghunath has over ten years experience in publishing – both books and digital. She previously worked with the Wall Street Journal, Mint and HarperCollins in New York. She has an MBA from ISB and studied publishing at Columbia University. She joined Network18 two and a half years ago to conceptualize and launch firstpost.com.

     

  • Tech and lifestyle magazine Exhibit has announced the launch of its newly designed tech website, thetechy.com. The site features the latest news, views, reviews, innovations and features in technology, social media, automobiles, e-commerce and lifestyle.

    Exhibit launches new site thetechy.com

    By A Correspondent

     

    Tech and lifestyle magazine Exhibit has announced the launch of its newly designed tech website, thetechy.com. The site features the latest news, views, reviews, innovations and features in technology, social media, automobiles, e-commerce and lifestyle.

     

    “Nothing seems to evolve as fast as technology in today’s era, hence we at Exhibit Group decided to come up with a hardcore tech website, which will keep the readers informed and updated about everything related to tech as it happens”, said Ramesh Somani, Editor, Exhibit Magazine. “We have included features to make the site quicker, easier and more interactive for our users. Be it the best scoop on gadgets, gear, apps or even tech affecting your lifestyle – we’ve got the corners covered so that you don’t feel the need to jump to different websites just to be in the know. The website is our next step towards our vision of engagement and involvement of our readers,” he added.

     

    Thetechy.com content focuses on technology, gadgets, automobiles, ecommerce and lifestyle, and includes feature articles on buying guides, comparisons, futuristic tech, photography and analysis, as well as videos and social media integration. The website’s tagline is, “Where tech meets lifestyle”.

     

  • The company's newly launched service ensures lesser turnaround time for customer response along with enhanced analytical abilities for advanced content management.

    Tangerine streamlines process to manage digital identity for brands

    By A Correspondent

     

    Content creation and management solution provider Tangerine Digital Entertainment has announced the launch of its advanced User Generated Content Management service that will facilitate in protecting and building brand identity across digital platforms and simultaneously provide insights to user engagement with the brand.

     

    Tangerine uses proprietary technologies to aggregate user-generated content, which is then automatically parsed and categorized. This is supported by manual moderation for accurate comprehension and chart out the next course of action. The involvement of human touch becomes imperative while dealing with rich media (videos, images) as the content is subject to language, dialect and various cultural contexts. Tangerine uses a combination of technology that adds to efficiency as well as human touch to ensure accuracy.

     

    Kesavan Kanchi Kandadai, CEO, Tangerine Digital, said, “Unlike automated content management software and systems, our team will evaluate every user response for brands working with us, arrive at a quick response to help users and finally analyze on customers’ perception on the brand.”

     

    The service will be beneficial to gaming companies, e-commerce portals, ratings & review sites, mobile apps, image sharing sites or even a reality show like, Kids Indian idol as content needs to be moderated as per brand positioning. In all it will be an extension to brand management on digital platforms.

     

    Tangerine Digital has worked previously in this space with international clients and now is launching this in India where it has worked with various sports and entertainment brands like ESPN Star Sports and Sony Entertainment Television. Recently American Swan, a premium online Fashion & Lifestyle Brand has signed up with Tangerine Digital to avail this comprehensive module.

     

    “As the digital presence of brands is growing, the need for managing User Generated Content is becoming more imminent. Brands today are increasingly using Social Media platforms to reach out to existing and potential customers. While doing so, they also need appropriate monitoring to safeguard their brand’s image, respond and engage customers to address their needs, and gain invaluable insights on current products & offerings to better position themselves. A good example of using UGCM is gaining customer insights & response to our recently launched Spring Summer ’13 collection. That’s where we have awarded our UGCM duties to Tangerine Digital to monitor and manage customer response and reviews which seed insights for future product development,” stated Anurag Rajpal, CEO, American Swan.

     

    “Today, strong brands need to engage with their customers at every step, recognize their needs and then alter their products and services to suit their customers. To help them do this effectively, we will manage the user content across all digital platforms on all social networks and platforms on the internet,” added Mr Kesavan.

     

  • Building on Peperone's positioning of "A brand for real girls", Brandlogist used social media with a clever integration of offline and online media to get people involved.

    Brandlogist spots ‘ambassador next door’ for Peperone

    By A Correspondent

     

    Brandlogist Communications recently helped Delhi-based ladies handbag brand – Peperone – cut through the clutter and talk to today’s girl. Building on Peperone’s positioning of ‘A brand for real girls’, Brandlogist used social media with a clever integration of offline and online media to get people involved. A campaign that ran for 45 days, focused on promoting the brand on social platforms.

     

    The idea was to create Peperone as a brand for real girls. “It’s not a bag advertised by a celebrity who is being paid to endorse it but girls should be buying it because people in their friend circle talk about it. To do this we used social media with a clever integration of offline to get people involved. A campaign to select six girls for Peperone’s yearly look-book was launched. But unlike most ‘model hunt’ kind of campaigns, the focus was not on a contest but we actually went offline & identified real influencers in the college community who would connect with the brand,” Saurabh Parmar, CEO, Brandlogist Communications explained.

     

    “The clear insight was that today’s girl doesn’t only connect with a Kareena or a Deepika; they could also connect to an Arundhati Roy, a Kiran Bedi or even a Tina Fey. The idea was to identify and engage the different character sketches which a girl could connect with & these girls with their own unique sense of style are being chosen as our brand ambassadors,” said Roma Joshi, Brand Manager, Peperone.

     

    In the case of Peperone, while the brand has been in the market for years, this was the first actual conversation it was having with its TG, ever. So the onus was on the power of the first impression there with focus completely and purely on brand awareness. “We gained momentum with 1373 people talking about us at the peak of the campaign. The likes continue to increase with last count at above 23,500. All this in just a span of a month and a half,” said Mr Parmar.

     

    Brandlogist’s approach included an integration of both offline and online activities:

     

    Spotting the ‘ambassador next door’ – Launched a campaign to select 6 girls for Peperone’s yearly look-book but unlike most ‘model hunt’ kind of campaigns, the focus was not on a contest but they actually went offline & identified real influencers in the college community who would connect with the brand. Elaborating on this Roma Joshi the Brand Manager said “The clear insight was that today’s girl doesn’t only connect with a Kareena or a Deepika; they could also connect to an Arundhati Roy or a Kiran Bedi. The idea was to identify and engage the different character sketches which a girl could connect with & these girls with their own unique sense of style are being chosen as our brand ambassadors.

     

    Conversation around Pepperone on Social Media - “We actually got bloggers to review the product without a blogger outreach campaign. How many times have you heard that happening for a previously unknown brand,” asks Mr Parmar of Brandlogist.

     

    Marrying Campus outreach with Facebook - Along with the action on social, Brandlogist has integrated the campaign to the real world by going in campuses interacting with the target group, getting reviews and putting up posters in premier institutions prompting participation thereby driving traffic to the FB page.

     

  • The #Summerland tweet-up brought together Twitter influencers at a pre-determined venue and screened the first episode of the series to them.

    Zapak engages with Twitter Influencers to premier Summerland

    By A Correspondent

     

    Zapak Solutions, the social media arm of Zapak Digital Entertainment, recently invited about 50 twitter influencers in Mumbai (who had a cumulative reach of over 3.5 lakh followers) and engaged with them through a phygital activity (physical activation with a digital mechanism to it) that was called Summerland Tweetup. The activity was thoughtfully designed and executed to create a buzz for the India premier of Big CBS Love channel’s new show, Summerland. The objective of the tweet-up was to engage viewers and amplify the social media presence of the show, which resulted in #Summerland trending at No. 4 nationally within 3 hours of commencement of the activity.

     

    Summerland Tweet-up: the event:

    Zapak Solutions invited close to 65 top influencers on Twitter to be a part of the Summerland Tweet-up through a unique Twitter invite designed for the event. This was followed by three personalized Twitter reminders sent to each invite with RSVPs. Upon reaching the venue, while the invites were being greeted physically by the teams at Zapak Solutions and at Big CBS Love, there were “welcome” messages sent to each invite on their twitter accounts as well. The event kickstarted with the exclusive screening of the first episode of the new show ‘SummerLand.’ This was followed by a small contest; the questions of the contest were based on the episode, the characters and the storyline. Post this, the guests were requested to write a brief review on their twitter pages – called the ‘Tweeview’.

     

    The Reach:

    The tweet-up was instrumental in propagating the show and creating a buzz on social media. The @BIGCBSLOVE Twitter handle added more than 200 new followers within 3 hours during the campaign. The campaign reached out to over 3.5 lakh Twitter followers with 1736 tweets, 497 re-tweets and total mentions of 226. The #Summerland trended at number 4 in India and in Mumbai at different intervals. All this on the day of the IPL final!

     

    Commenting on the success of the tweet-up, Rahul Avasthy, Head – Digital Strategy and SMM Business, Zapak Digital Entertainment said, “Social Media is rapidly becoming an integral medium to reach the target group. For Big CBS Love’s new show Summerland, we decided to leverage Twitter extensively and create an Influencer Outreach program via tweet-up inviting 65 Twitter influencers. With the influencers tweeting consistently, we reached out to 3.5 lakh Twitter followers which resulted in #Summerland trending at No. 4 in India as well as Mumbai. To entertain the Twitter influencers and add an element of fun to the event, we also organised a karaoke session along with some funky props which influencers took pictures with and shared on Twitter.”

     

    Anand Chakravarthy

    Anand Chakravarthy, Business Head for Big CBS Network, said, “Big CBS Love brought Summerland to the Indian audiences for the first time. In order to create a strong presence for the show, we partnered with Zapak Solutions to engage viewers with a unique tweetup event. The activity was instrumental in building hype around the premier of the show, along with engaging viewers and Twitter influencers in contests to enhance social media presence. We are extremely happy with the outcome of the event and the response the show has received across India.”

     

  • A new global study has heralded the 'New Normal for News' as digital media hits the mainstream in newsrooms and editorial offices.

    Digital is new normal for newsrooms: Oriella study

    By A Correspondent

     

    The full digital tool-set is now in use in newsrooms and editorial offices around the world – with far-reaching implications for the public relations industry, the latest Oriella Digital Journalism Study has found. The journalism study was done by Oriella and its partners across the world including Candour Communications, which did the survey for India. A ‘digital first’ policy, breaking news online as it happens, is in place at over a third of the media titles surveyed with use of mobile apps, in-house produced video, and social media as a news source all on the rise.

     

    The Oriella Digital Journalism Study, based on a survey of almost 550 journalists from 15 countries including India and spanning Europe, Asia-Pacific and the Americas, tracks how digital technology is impacting how news is gathered and published around the world.

     

    This year’s study – the sixth – provides evidence of wholesale changes in how publications gather and communicate stories. This year’s study further found a quarter of the journalists surveyed often prepare multiple versions of the same story as it develops, while a fifth said that ‘citizen journalism’ now carries as much credibility in their organization, as mainstream reporting.

     

    Digital media is also shaping publications’ revenue models. The proportion of respondents saying their outlet has a mobile app has nearly doubled over the past two years to 40 percent. In addition, use of premium apps to monetise content has increased by a third since 2012.

     

    Robin Grainger, Director of the Oriella PR Network, said, “Our study suggests 2013 is a watershed year for the world’s media. The growing interest in ‘digital first’ reporting, video, real-time news, mobile content and citizen journalism all exemplify what we’re calling the ‘New Normal for News.’

     

    “If these trends accelerate, there are some potentially game-changing ramifications for media and communicators alike. First, touch-screen interfaces will open up new possibilities for story-telling. One example could be interactive graphics (or digi-graphics) which blend high design and big data to enable readers to navigate their own path through stories.”

     

    He added, “Second, we may see a polarisation of journalistic output. At one end, short, tweet-like news updates will provide near real-time coverage of events in print and on video, optimised for small screens. At the other end, we may see much longer-form feature and investigative pieces. ‘Shorter but quicker’ journalism could also afford media brands greater prominence – and consequently greater traffic – in search rankings, news readers and ‘social news aggregator’ apps such as Flipboard and Pulse News.”

     

    Sanjay Bose, Executive Director, Candour Communications, said, “The survey in India threw up interesting trends that have emerged in the Indian media. Digitization of news and the availability of social media platforms have drastically reduced dependence on conventional news gathering sources. With the increasing use of smart phones in India, access to real time news is only a click away.”

     

    The study finds that journalists are using social media for news gathering, but continue to place an emphasis on trusted sources and pre-existing relationships. For example, 51 percent of journalists said they source news stories from microblogs such as Twitter and Weibo, but only when the source behind them is already known to them. When the source is unknown, their use by journalists halved to 25 percent. By contrast, 59 percent of respondents said they sourced their news from ‘conversations with industry insiders.’

     

     

    The sources most trusted by journalists were academics and other experts, who were trusted by 70 percent of journalists; technical experts in companies (trusted by 63 percent) and analysts (trusted by 49 percent). Company CEOs were trusted by only 41 percent and actually distrusted by one journalist in eight. The least trusted individuals were politicians, PR officers, heads of marketing and community managers – all of whom were distrusted than trusted by journalists. (See chart)

     

     

    Despite all the changes occuring within newsrooms, the study found journalists remain upbeat about their jobs. Thirty four percent said they believed digital media had improved the quality of journalism over the past two years. However, the digital model is creating headaches for many of them – almost a third (32 percent) agreed that they are finding it harder to keep abreast of events on social media.

     

  • Ratnakar Bharti has been appointed as GM & India sales head; Sandeep Sabharwal joins as global head, Delivery & Publisher Relationships.

    Tyroo strengthens its India leadership team

    By A Correspondent

     

    Multi-screen performance network Tyroo has announced the appointment of Ratnakar Bharti as the General Manager & India Sales Head and Sandeep Sabharwal as Global Head, Delivery & Publisher Relationships. The strategic restructuring of the corporate leadership team signals Tyroo’s renewed focus on the region geared towards product innovation and greater adoption of performance marketing.

     

    On the restructuring of the leadership team, Siddharth Puri, CEO, Tyroo Media, said, “Tyroo is on a strong growth path. We have ventured into international markets and expanded our product portfolio. In addition to our core leadership in Cost-Per-Sale and Cost-Per-Lead, we are the only network in India with exclusive focus on pay-for-performance model on mobile and video. We are aiming at a 100% growth in FY 2013-14; with such promising growth plans, we felt the need to strengthen our leadership team that could partner with us towards the desired future success. I am delighted to have both Ratnakar and Sandeep in my team and confident that their association will help us in making deeper inroads into the market.”

     

    Ratnakar Bharti, a veteran in the digital media domain, has over 15 yrs of experience having led and managed media planning, buying, campaign management, business development and ad sales for brands across business verticals. Most recently, he headed National Sales for Ideacts Innovations Pvt. Ltd for close to four years. Ratnakar has also been associated with organizations such as Rediff.com, Intercept technologies, Business Standard and Indiabulls.com.

     

    Sandeep Sabharwal, another industry veteran, has over 18 years of diversified experience in business functionalities that include sales, business development & marketing. He has had close to a decade long stint in the digital media domain with expertise in digital media planning and buying, display, SEM, SEO, Mobile/WAP marketing, ad servers & analytic tools. Prior to joining Tyroo, Sandeep held the role of Head, Digital Team – North at Maxus, GroupM. In the past, Sandeep has worked with Quasar Media, Cybermedia, NU-TECH and Flex Refrigeration in various roles.